With meaningful NBA action beginning tonight, Nike unveiled its new basketball-centered campaign that will play out through the season.

“Come Out of Nowhere” is the athletic giant’s next visual effort to please basketball fans everywhere.

According to Nike, the campaign shows how what seems impossible is actually probable, and that extraordinary effort could conquer what is deemed hopeless.

The effort tips off with the film “Here You Are,” starring LeBron James of the 2016 NBA championship-winning Cleveland Cavaliers and directed by Mark Romanek.

“Come Out of Nowhere” launched today and will be featured prominently throughout the brand’s social media channels, as well as on TV. It will also appear on posters and in projections of campaign images in the featured athlete’s markets and other relevant locations.

Some of the featured story lines include James and Kyrie Irving’s title-winning performances from last season, and Kevin Durant’s choice to leave the Oklahoma City Thunder for the Golden State Warriors. Other players to appear include Paul George, Anthony Davis, DeMar DeRozan, Jordan Clarkson, D’Angelo Russell, Julius Randle and Isaiah Thomas.

Also in conjunction with the campaign, Nike is creating a House of Hoops online, plus TV content with Foot Locker, as well as sending out the mobile retail House of Hoops truck, which will feature a “Ky-Rispie Kreme” Kyrie 2 restock on Saturday in Akron, Ohio, and Cleveland on Sunday.